We work closely with you to determine the appropriate language service for each publication and each market. Consideration is given to the required quality, timescale and cost.

What: Machine translation uses software to automatically translate text from one language to another.
Technical accuracy cannot be guaranteed.
There would be no application of a company-specific tone of voice.

How: Imprimatur uses a number of machine translation engines from different vendors; Imprimatur selects the best performing or most appropriate engine for a specific language pair or project subject matter, as the output for each language is variable between systems. Imprimatur has experience with statistical, rules-based and neural engines.
Machine translation can be supported with the use of translation memory tools.
Translated content can be published and returned in the same format as received.

Why: Machine translation can be used to obtain a low-cost comprehension of foreign-language content (gisting).
Example: Imprimatur uses machine translation to back translate press releases for verification of material that has been human translated to confirm accuracy.

What: Machine translation uses software to automatically translate text from one language to another. During optional post-editing, the output may be amended by a human translator to improve accuracy and readability.
Technical accuracy cannot be guaranteed.
There would be no application of a company-specific tone of voice.

How: Imprimatur uses a number of machine translation engines from different vendors; Imprimatur selects the best performing or most appropriate engine for a specific language pair or project subject matter, as the output for each language is variable between systems. Imprimatur has experience with statistical, rules-based and neural engines.
Machine translation can be supported with the use of translation memory tools.
Translated content can be published and returned in the same format as received.

Why: Machine translation can be used to obtain a low-cost comprehension of foreign-language content (gisting).

Example: Imprimatur uses edited machine translation to translate large volume owner and service literature in restricted timescales.

What: Back translation is the translation of a translated text back into the language of the original text without referencing the original text.

How: IImprimatur would use MT for this process to ensure that none of the original meaning was lost when a human translator rendered it into natural sounding prose.
Not usually supported by translation memory tools.
Translated content can be published and returned in the same format as received.

Why: Back translation provides a confirmation of the accuracy of the translated content and an assurance of the clarity of the message within the subject matter.

Example: When Company-specific issues a press release, a lot of time and resource will have been invested to ensure the message is clear, accurate and on-brand. It is vital that Imprimatur does not lose any of the nuance, so back translation is used on press releases to check the integrity of the original meaning within the translation.

What: Human translation communicates the precise meaning of a text from one [source] language to another [target], where the translator is faithful to the original meaning.
Technical accuracy should be expected.
There would be limited application of a company-specific tone of voice.

How: Imprimatur would select a panel of mother tongue translators domiciled in the target market and with specific experience in the subject matter. During initial recruitment, translators would be provided with a test piece. In the first instance, the test piece would be assessed by Imprimatur using a matrix to record errors. The best two or three translators in each language would be put forward to the client for final selection.
Translation is supported by translation memory tools.
Translated content can be published and returned in the same format as received.

Why: Translation is an essential requirement for companies selling products in foreign countries. For all customer-facing or important internal communications, translation should be considered to be the minimum quality level required.

Example: Vehicle specifications in Customer Books or Brochures are translated by Imprimatur’s technical translators to ensure technical accuracy and precise rendering of the original meaning. This translation is combined on a single project with other approaches (such as transcreation and copy writing).

What: A human translator adapts the meaning of a text from one [source] language to another [target] to ensure brand integrity, market & cultural relevance, and audience applicability. Copy would be written in a journalistic writing style.
Fully reflects a company-specific localised tone of voice.

How: Imprimatur would select a panel of mother tongue translators domiciled in the target market and with specific experience in the subject. During initial recruitment, translators would be provided with a test piece. In the first instance, the test piece would be assessed by Imprimatur using a matrix to record errors. The best two or three translators in each language would be put forward to the client for final selection.
Fully or partially supported by translation memory tools. By not rigorously enforcing TM usage, the translator is given the opportunity to adapt the translated content to best suit the requirements of the target market.
Translated content can be published and returned in the same format as received.

Why: Transcreation allows the translator to adapt the translated content to suit the target market. For example, metaphors and similes that are appropriate to the source text can be replaced with different but equivalent material in the target content.
The tone of voice employed in the source content can be adapted to optimally match the expectations of the target market.

Example(s): Customer Books, DMs, eDMs, press releases, web & digital content and newsletters are transcreated to ensure the brand message is conveyed in a local tone of voice for each market.

What: Market customisation is the adaption of the source content to align it with the specifications of product sold in the target market.

How: Content is reviewed and adapted prior to translation to remove or amend content so that it is in line with the product specifications.
Imprimatur employees with Engineering expertise and extensive understanding of product lines and market-specific variations adapt the source content as required.
Imprimatur uses detailed technical information such as Order Forms and ‘Country Matrices’ to identify content to be amended or removed.
By applying market customisations, footnotes and disclaimers can be removed both from the content for markets with limited specifications and also from markets where no such restrictions exist.

Why: Eliminate any confusion for the reader that could arise from reading a generic document.
Avoid setting customer expectations that must then be re-aligned.
Enhanced customer experience of the publication in both the target market where specifications are limited and also in markets where there is no specification restriction.

Example: Asian market Customer Books or Brochures contain high levels of content that is flagged as being ‘dependent on specification/availability’.